Friday, March 27, 2009

Web Copy

We have all heard that “it’s not what you say, it’s how you say it”. Well, the same applies to website content. In this article we will discuss the importance of web copy and how to turn your visitors into customers. Your website content should convince visitors that your service is either unique or superior to that of your competitors in terms of quality or is competitively priced.

It should show your potential clients that you can provide the solution that they are seeking. Your product or service will solve their problems, answer a dream, enrich their lives, and or improve their businesses. You are the dependable expert that they want and need! Your website copy plays a major role in establishing and growing your customer base. Web site copy creates the “voice” of a company, just as the look and feel of a site put a “face” on the company and on otherwise intangible products and services.

On an e-commerce site, the copy plays a key role in closing sales as well as in up selling and cross selling products and services. Good copy delights first time visitors, encourages return visits and propels both customer acquisition and retention. People read a Web page differently than they do a brochure or a newspaper. They scan, scroll, click, hit the back button, and hit the forward button.

“Reading” is about moving around and being in control. You have one chance to make a first impression to quickly convey the benefit of staying on your Web site. I can’t overstate the importance of first impressions, which in Web time are measured in milliseconds. The layout, functionality, message and overall look and feel of your web page determine who stays and who clicks away. Your story should be clear and to the point.

The goal of any web page should be to get the visitor to DO something to move on to the next step in a purchase sequence or to click for more information about a product or service. Without readable, compelling copy and clearly organized hypertext links, visitors are much less likely to complete a transaction and return to your site again. Writing for your Web page should always start from your visitor’s perspective. What is your Web site visitor looking for?

Why is he or she here? How can you make his or her visit as quick and efficient and positive as possible? You should take the time to clarify the goal of each page before starting to write. If the page is part of a transaction sequence, identify what may be hindering the buying process. Be sure instructions are clear and easy to read. If you are selling a service on your website, your Unique Selling Proposition (USP) is your service’s most powerful benefit, in combination with a strong, unique feature of your business.

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